The following is the 2021 Baidu luxury industry report – luggage and clothing recommended by recordtrend.com. And this article belongs to the classification: Life data.
In the evening breeze before the summer solstice, the new Baidu luxury industry report arrived as scheduled, and I will share it with you at the first time.
This year’s luxury industry report analyzes the four categories of luggage, clothing, jewelry and watches in depth. The exclusive content is wonderful and cannot be missed. In this issue, we bring you luggage and clothing.
——Luggage category——
Overall overview of luggage category
In 2021, the average monthly search index of bags reached 12.2 million, of which 91% of the searches came from mobile terminals, 56% were related to brand products, and 44% were related to common words. Judging from the monthly retrieval trend, the peak of bag retrieval occurs on the Chinese Valentine’s day and Christmas.
In the process of Baidu exploring bags, in addition to active search, information flow is also an important channel for consumers to obtain information. In 2021, the average monthly reading index of bag related articles reached 35.6 million. In Baidu feed flow, there are nearly 7000 authors of articles related to bags, with an average daily reading of 1.2 million.
Content analysis of luggage category information flow
From the content distribution of information flow, the content of articles about “planting grass recommendation” accounts for 36%. Consumers use Baidu feed flow to understand the current popular and versatile bag products, and also like to plant grass through upper body pictures and buyer shows; In addition, consumers are increasingly keen to browse the content of star information and popular fashion dramas, and the content of “star talent” articles accounts for 31%; At the same time, we have also observed that in recent years, consumers have become more and more concerned about the “knowledge points” of all aspects of the bag itself, accounting for 25% and becoming the third most popular information flow reading content.
Analysis of common words in luggage category
In the general term search of bag category, the top three indexes are: products, word of mouth and channels. We can see that in recent years, consumers’ attention to bag acquisition channels has continued to increase.
Bag popular style analysis
Luxury bags are introduced every year, which can always set off new trends. What style of bags have captured the hearts of consumers this year?
The special-shaped bag ranks first with a year-on-year increase of more than 100%. Represented by Prada’s triangle bag, the special-shaped bag has become the favorite of trendsetters out of the street because of its full sense of design; In recent years, many brands have launched the vertical version of Tote on the basis of the original classic package, which is smart and cross legged, and has friendly capacity, following the special-shaped bag with an increase of 84% year-on-year; In addition, tote bag and mini bag, as two bags with great contrast, also gained the preferences of different consumers, ranking third and fourth; Finally, as a hot item in recent years, underarm bags have maintained a good growth momentum this year.
After understanding the overall situation of the industry, let’s take a look again. Based on the deep mining of Baidu big data, what are the new trends of luxury bags that deserve attention?
Trend 1: Meibao can reach
In addition to the luxury bags that consumers carry on their backs every day, we find that small leather goods that are more convenient to start recently have gradually become a new category that consumers pay attention to. Whether it is card bags, wallets, zero wallets that we are familiar with, or small leather derivatives mobile phone bags and headphone bags customized for electronic products in the past two years, they have received varying degrees of attention. Consumers are also keen to search for “wallet transformation”, “money packaging chain” and other content. It can be seen that DIY small leather goods have also become a new trend at present.
Trend 2: show your personality
Nowadays, consumers who pursue personalization are no longer satisfied with buying bags and backpacks. They are more interested in finding better decorative collocations for their love bags, giving bags more opportunities to reflect their personal style and personality. Among them, “scarves binding bags”, “bag decoration” and “bag matching” are the three themes that consumers are most concerned about.
Trend 3: innovative design
In addition to the classic dream bag that everyone always likes to talk about, consumers also embody the intention of pursuing the novel design of luxury bags in search. We have found several popular design trends for you:
We found from the search preferences of consumers that some emerging popular styles show the characteristics of “small package size and eye-catching logo”. In the chic and exquisite Mini shape, people can see the classic logo exclusive to the brand at a glance, which is highly recognizable and unforgettable.
In addition, with the continuous innovation and exploration of bag design, consumers’ attention to diversified materials is also growing. From the data, we find that in 2021, the number of bags made of different materials mentioned by consumers increased by 33% year-on-year, including tannin and straw woven materials that continue to be popular, as well as mesh bags, lamb down, sequins and down materials that have sprung up this year. These new or classic materials, all of which give the bag a richer style personality and interest.
In addition to the bag style itself and material, now the choice of bag color is also colorful. Consumers’ retrieval of bag colors increased by 11% year-on-year. Bright bright colors, such as mint green, seaweed yellow and goose yellow, as well as relatively low saturated macarone colors of the healing system, such as cherry blossom powder, ice blue, lavender violet, etc., all attracted consumers.
——Ready to wear category——
Overall overview of ready to wear categories
Clothing categories include clothing, shoes and accessories.
Across the billows of 2020, in 2021, the ready to wear category search index finally showed what it should look like. Buy new clothes at the beginning of the year, chase the weather at the beginning of summer, and have another ultimate competition between style and temperature in autumn and winter.
With the prevalence of KOL in the whole country, the number of authors, monthly distribution and reading volume have increased significantly, reaching a monthly average reading index of 350million, with 10700 relevant authors. Baidu feed flow is becoming an important channel for consumers to obtain information about clothing categories.
Content analysis of information flow of clothing categories
From the perspective of information flow content, what consumers like to see on Baidu is the content related to recommended grass planting, star clothing and word-of-mouth ranking. Among them, the most popular recommended grass species account for up to 60%. We are used to receiving Amway of various brands, products and new products in the content of information flow. In addition, the content about stars and celebrities accounts for 34%, and stars and idols with different styles can always become everyone’s wear templates.
Analysis of common words in clothing category
From the general term search of ready-made clothes, clothing category is a category dominated by product search. Due to the large number of product categories, the share of product word search alone is as high as 63%. In addition, industry query words and word-of-mouth words are still topics of great concern to the public. Among them, industry query words mainly focus on the inquiry of usage methods, such as the tying of scarves and ties, Word of mouth is a clear manifestation of consumers’ dependence on Baidu brand ranking.
Popular ready to wear categories
Next, let’s focus on the popular categories in the ready to wear category. The first category is clothing, accounting for more than 50%, of which the top three product lines are pants, dresses and coats; Shoes ranked second with 31% and accessories ranked third. Glasses and belts maintained the same ranking last year, while scarves became the new trend this year.
In these three categories, consumers’ personalized pursuit of fashion matching is gathered. We have summarized the following trends through data mining:
Apparel apparel
Trend 1: Retro romance
Consumers began to yearn for the lightsome and romantic atmosphere in South France, and showed a clear preference for retro elements such as navy collars, striped shirts and baby collars. Items full of romantic atmosphere such as silk shirts and hollowed out sweaters were also very popular.
Trend 2: neutral balance
Suits, because of their unmistakable attributes of commuting and fashion, have already become an essential item in the wardrobe of fashionable elites.
In 2021, some changes have also quietly taken place in the wearing of suits: in terms of matching, consumers will choose relatively feminine pieces as inner matching, such as dresses and jackets, or use belts and missing wearing methods with bottoms to show their bodies and highlight the charm of more women. In addition, we can also see that consumers tend to choose less basic suits, such as silhouette suits, leather suits and suit vests.
Trend 3: urban outdoor
Compared with women’s clothing, men’s clothing has experienced a blowout growth in the direction of urban outdoor. With the popularity of outdoor sports, quilted jackets and fleece, which are derived from professional outdoor clothing, have been sought after and integrated into daily clothing last year. At the same time, major brands have also launched ski suits, waterproof suits and nylon jackets, which have strong outdoor combat capabilities, and the search index of consumers has also risen rapidly.
Trend 4: uninhibited high street
We also checked the brand cross-border co branding that has blossomed everywhere in the past two years. Among them, the five partnerships with the fastest growth in search volume in 21 years are: the cooperation between Louis Vuitton and NBA, which began in 2020, increased 61 times in search volume last year; Last year, the two joint names of Gucci and Balenciaga’s hacker and Gucci and the north face rose by 48 and 23 times respectively, ranking second and third; In the fourth place is known as the wonderful combination of minimalism and outdoor clothing. The cooperation between Jil sander and Archaeopteryx increased 12 times; Dior’s cooperation with Japanese niche brand sacai rose 110%, ranking fifth.
Trend 5: extreme color
In terms of clothing color, after experiencing the general environment of the epidemic, consumers have an obvious polarization trend in color selection. Some people hope to use bright colors to add vitality to their lives. The first place to rise is Klein Blue, which was popular last year, and the rare color bv green named after the brand. In addition, mustard yellow, grapefruit powder and cherry blossom powder also rose rapidly; The other is the color of healing department, which is a kind of color with low purity and makes people feel soft and comfortable. The top five colors are milky coffee, gray purple, washed blue, olive green and cream white.
Shoes
Trend: Pragmatism
After looking at the trends of clothing categories, we turn our attention to the important part of fashion wear: shoes. Shoes had an obvious tendency of pragmatism last year. Looking around, most of the rising items in search have a common feature, which is comfortable and easy to go. Shoes are divided into two categories in terms of overall style, retro and fashionable. The product lines of top3 are retro German training shoes, Mary Jane shoes and thick soled loafers respectively; Fashionable sneakers, chimney boots and slippers.
Accessories accessories
Trend: elegant and exquisite
In the last category of accessories, there is a very obvious trend of details and small pieces, reflecting consumers’ deeper pursuit of “comprehensive refinement”: in 2021, silk scarves, as a versatile item, rose as high as 13%; The second fastest increase was in hair accessories. The refinement of hair made up for the beautiful makeup covered by masks, up 12%; In the third place is the practical and matching item hat, followed by the fashionable and essential item glasses and sunglasses.
The above is the wonderful content of our luxury industry report luggage, ready to wear, I hope you can have a perfect summer. Read more: 2017 Baidu luxury industry report nature: cancer cells carrying the same genome may show different behaviors! Ministry of transport: big data analysis of 2020 Spring Festival passenger flow forecast Nielsen online: my family lives on Jiefang Road, financial media communication report Nielsen online: inventory of cosmetics / personal hygiene products industry launch in the first three quarters of 2018 people’s Bank of China: questionnaire survey report of urban depositors in the first quarter of 2019, the survey shows that 1/4 people suffer from “low battery anxiety disorder” international top publication PNAs: people who love to make friends, Easier to live longer NOAA: July 2019 was found to be the hottest month on record. National human resources and social security: in 2019, the minimum wage standard across the country was the highest in Shanghai in China, Caixin media &bbd: Yili consumption upgrading index report in May 2018 (with download) WTW: 2017 global welfare status survey report (with download) tuhu car care: 2018 online maintenance behavior report of Chinese auto users yuanzhuo: insight into China’s consumer goods industry (with download)
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